FNE AV Innovation: Online European Film Challenge Boosts European Cinema

FNE Innovation 2019-03-27
Greta Akcijonaite Greta Akcijonaite photo: Lukas Balandis, 15min.lt

VILNIUS: Innovative online contest #europeanfilmchallenge is using social media to boost the European film industry by harnessing its most vital natural resource – films fans.

How social media is driving audiences in Europe’s largest contest for film fans.

The challenge is simple: cinema lovers across Europe are invited to watch 10 European films using legal platforms, and share each experience online with a photo and the #europeanfilmchallenge hashtag. By ‘game-ifying’ the process and using viral marketing, the contest encourages friendly competition as fans from each country compete for a VIP trip to the Cannes, Venice or Berlin film festival.

#europeanfilmchallenge aims to promote film consumption via all channels – from cinemas and film festivals to broadcast media and video-on-demand (VoD). With points awarded for each platform used, as well as bonuses for films from countries with low production volume, #europeanfilmchallenge benefits the entire industry value chain. Film fans are encouraged to explore a wider range of European films and co-productions – and legal ways to watch them. Contestants in the previous round discovered an impressive 1,414 films using 302 different platforms.

“By raising awareness of European film, we are delivering a huge boost across the industry,” explains organiser Greta Akcijonaite. “Producers, distributors, cinemas, online streaming platforms, TV channels can partner with #europeanfilmchallenge to promote their product.”

Now in its fourth year, #europeanfilmchallenge is going from strength to strength. The latest round, which began on 1 February, sees fans from Portugal, Finland and Bosnia and Herzegovina join those in Lithuania, Latvia, Croatia, Spain and Serbia for the chance to win a trip to this year’s Cannes Film Festival.

#europeanfilmchallenge is coordinated by Kino Metropolis, Kino Bize, The Film Agency, Beldocs, Cine Tapiola, Pari Pikule and the Association of Filmmakers in B&H with support from Creative Europe MEDIA, the Promotion of European Works Online scheme, Lithuanian Culture Council and other regional funds in participating countries.  

For further information, logos and other resources, contact Dovile Dragelyte at This email address is being protected from spambots. You need JavaScript enabled to view it.

About the Author:

Greta Akcijonaite has worked actively in Lithuanian film industry since 2005. Her experience includes film festivals (Vilnius International Film Festival “Kino pavasaris”, Vilnius Documentary Film Festival, Student film festival “Vilnius Film Shorts”, Women Film Festival „Šeršėliafam"), film distribution (over 50 titles of European cinema), project management (“Cinema under the stars”, “#EuropeanFilmChallenge”, etc.). Apart from actively participating in international cooperation, Greta Akcijonaite also contributes to public affairs in Lithuania as president of Lithuanian cinema exhibitors association.



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Sten-Kristian Saluveer was the organiser of the 2016 edition of the European Film Forum conference in partnership with the European Commission in Tallinn within the frames of the Black Nights Industry Days. The event focused on innovation, new technology and the digital single market initiative and other key topics for Europe’s audiovisual industries. Saluveer is an Estonian film and audiovisual media producer, festival manager & programmer, consultant, and film researcher focusing on East-Asian film industries, specifically Japan and South-Korea. He graduated from Concordia International University in Electronic Media and has followed up in Culture Management(Estonian Music Academy) and Japanese Studies (Department of Asian Studies, Tallinn University). Most recently he holds a Master’s Degree from University of Tokyo (Japan) with an awarded thesis on film industry development and international co-productions in Hong Kong, Japan,and South Korea.

Jorik2Jorik Jakubisko is one of the leading European experts in transmedia problematics. He is co-owner of the Prague based Transmedialist which will publish the comic book Bouquet at November (CZ+SK). It is first pillar for transmedia project Czech Grimm.PhD He is student at FSV UK (Faculty of Social Sciences at Charles University - Institute of Communication Studies and Journalism) and he writting his doctorate dissertation on Transmedia in context of single European digital market . He also works as a creative partner in Jakubisko Film in Prague together with his mother and father Deana and Juraj Jakubisko.

 AgnesSalsonAgnes Salson graduated from the French cinema school La Fémis and Mikael Arnal, filmmaker, created the project "Tour d’Europe des cinémas", a journey across Europe visiting a hundred cinemas, seeking for innovative ideas and trends for independent cinema exhibition.


Adam Široký is a ventuz designer, data integrator, software developer, VJ XLAB. The Prague based XLAB specializes in 360 degrees video and VR.



Muriel Joly is in charge of business development for Under The Milky Way. She began her career at StudioCanal (Canal + Group) first in the Domestic Home entertainment department, as a product manager (2004-2006) and then as a marketing VP for international Home Entertainment (2006-2009). After 2 years (2010-2011) in consulting, where she became interested in issues of the Video on Demand emerging market, she became in charge of marketing development for Canalplay, the VOD brand of Canal + group.